Treating the Symptom

I saw this article about genetically modifying sunflowers to produce insulin for diabetics. I don't argue that this is a great advancement, but it makes me wonder how much money was spent on researching this advancement. Part of the article states that the use of insulin is going to increase 3x over the next 5 years due largely to an increase in the number of diabetics. The increase in diabetes has been linked to obesity. It frustrates me that we put so much research and money into treating the symptoms and not the source. I admit it seems like a hard sell to convince people to become healthier, but I believe if there was a large ad campaign, discounts for healthy food, subsidized health clubs, and other incentives to live healthily then more people would live healthier lives. It is almost always cheaper to spend money on prevention rather than a cure.